I’ve been reviewing websites and notes from readers in the last few days. One question that comes up is, “Why isn’t my story working? I have a story. I tell it often. But people seem to shrug it off.”
Reason #1: They can’t find your story.
If you include a story on your website, make it easy to find. Use graphics to make your story stand out so people won’t miss it.
Your home page probably doesn’t feature a story unless it’s a blockbuster, game changer, and award winner. Consider moving your story to your “Servces” or “About” Page.
A landing page for a lead magnet can be a very good place for a story. Sometimes it’s the whole page. And if it’s a good story, people will be moved to click right away.
Reason # 2: You are not telling a selling story.
You are telling a branding story, not a sales story. Or you’re telling a personal story that doesn’t make people say, “I want what she’s having.”
Your story may help your audience see you as likeable and friendly. That’s still not a selling story.
I have a course that explains the parts of a sales story so yours will be more effective.
Reason #3: Your story doesn’t show the outcomes you achieved.
Take some time and space to explain how your hero’s life has changed. We take for granted that “he felt a lot better.” But was he more creative? More successful?
If she fulfilled a lifelong dream, explain why that dream was so important to her. Explain how her whole life has changed. Once you fulfill a dream, a lot of things happen. You sometimes take a look at other dreams and realize, “I can do that too.”
Reason #4: Your story is too big for your website and for most of your speaking engagements.
Sometimes you don’t have a short story. You have a case study!
You can write your case study as a lead magnet. For some businesses, we call your case study a “white paper” and you can’t do much without it.
Here is a course about writing up a case study. It’s one of the only courses on this topic I’ve seen anywhere.
In conclusion…
Do you have a story? Is it working for you? I’d love to see some stories that work and stories that don’t. Just reply to this message.
